Method Media, together with Media Direction Group, completed a project integrating advertising on traditional broadcast television with digital channels. The company ensured automatic transfer of viewers of broadcast TV advertising into the digital environment without any additional action on the part of the audience. Sostav was told about this by the Method Media press service.
Previously, the link between broadcast TV and digital was limited by the need for active viewer actions such as scanning QR codes or pressing the red button (HbbTV). Such approaches reduced the effectiveness of advertising campaigns and made accurate tracking of conversions difficult.
The new approach, developed by Method Media together with partners, is based on Stable ID technology and data from IPTV and OTT platforms. The company placed advertising for a sauces brand in the national television broadcast, and then matched the broadcast spots with TV viewing information obtained through a big data provider from IPTV and OTT set-top boxes. This made it possible to build precise audience segments for launching automated media and video retargeting through a programmatic platform.
Method Media also introduced audience segmentation by the number of contacts with the advertising, reaching the optimal impression frequency level required for effective memorisation of the advertising message. After that the audience received personalised retargeting in programmatic systems and on partner sites.
The result was a full seamless communication chain from watching broadcast TV advertising to digital conversions, improving the accuracy of results tracking and the effectiveness of advertising investment.